Welcome PROs!Is the key to unlocking your B2B company's potential hidden in the most unexpected of roles? Join us as we introduce the hero of the B2B world—the investigative journalist—whose curiosity could very well be the linchpin in refining your Ideal Customer Profile. In this episode, we reveal how these 'Buyer Advocates' go beyond traditional market research, offering unparalleled insights into the needs and decision-making processes of buyers. This is a must-listen for anyone eager to understand the profound impact that a deep dive into the buyer's world can have on your company's go-to-market strategy, segmentation, and ultimately, buyer-led growth models.

Happy Friday PROs!Struggling to align your marketing priorities with your company's growth goals? Uncover the insights to revolutionizing your lower middle-market company's approach to the buyer's journey.  Presenting our one and only buyer journey zones map, a game-changer for businesses tackling marketing myths and revealing how essential it is for your entire organization to sing the same tune when it comes to sales enablement and messaging.Forget about random marketing tactics; we're talking high-intent targeted outbound  efforts that are the true north for growing your business. By pinpointing bottlenecks and taking a deep dive into customer needs, we'll guide you through designing strategies that not only capture attention but also build solid foundations for sustainable business relationships.Join us for this journey towards mastering the Buyer Journey maze and building lasting customer relationships.Some of our inspiration: #119: B2B Positioning Strategy, Understanding How People Buy and Building Wynter (with Peep Laja)

Happy Friday PRO!In this episode, while missing our superstar Gary, Andy and Tiana take a deep dive into the essence of customer-centric exploration. What do you think when you listen to the word "research"? Expensive? Huge team? Well not this time.Join us as we explain our research methods, lower middle market edition. Without the capital R. Thanks for listening, go be a PRO!

Welcome back PROs!Unlock the competitive edge your B2B Software and Services company wants, even operating under the 50 million revenue mark. This week, Andy and Gary delve into the strategies that will set your product apart in a fiercely contested market. Discover how a standout website, engaging demos, credible third-party reviews, and an active social media presence can be the linchpin to controlling the narrative and convincing potential customers that your solution is not just an option, but the only choice for their needs.On this episode, we chat through the nuances of enabling the buyer's journey long before the sales cycle sparks to life. We provide answers to the questions: How do you share comprehensive product information without overwhelming prospects? How do you ensure your email campaigns reach their targets amidst advanced AI email filters? Join us for a discussion on these must-know tactics for building brand recall and nurturing genuine, value-driven connections, securing your spot in the competitive B2B landscape.Spark for discussion was Peep's post on the content on which Buyer's rely to make a decision.Podcast referenced in the discussion - Tito from Koala

Hey there PROs!Ever found yourself navigating the B2B sales landscape and thinking there's got to be a simpler way? Our guest, Eric Dodds from RudderStack shares that sentiment, and in this episode, we talk about easing the often complex sales process for businesses under $50 million in revenue. We walk through the steps companies can take to make crucial sales information accessible on demand, thereby lightening the load for buyers and expediting the path to product validation in a competitive market.Here are the blog posts that we talked about: Announcing the Data Quality Toolkit: guarantee quality data from the sourceFeature launch: Data Catalog for collaborative event definitionsFeature launch: Tracking Plans for violation managementThis is the one with the Arcade that goes end-to-end with a view of the impact on the marketing tool Feature Launch: Health Dashboard for data quality monitoring and alertingThis is the tool RudderStack uses for the demos

Hello Everyone!Sales + AI = Efficiency = Profit  Right? Yes, and no. You might want to take a pause and rethink it.Deploying technology into any process ever has always meant efficiency, and in those means better ways to handle the process. But in an era where people are absolutely tired of being exposed to cold outbound, we might want to rethink the consequences of up-scaling automation in sales (yet again). Join us to dive into the positive and negative outcomes of AI in sales, where we discuss the sales innovation paradox of 2024, what you might have overlooked and what you should consider. Go be a PRO!

Welcome again gtmPROs!In this episode, we talk about competitive mastery with Patrick Campbell's open-source intelligence from B2B software and services. If you belong to the Lower Middle Market environment, and want to understand the tempest of market rivals, this episode is for you. Showcasing why an 'always on' approach to market intelligence is a non-negotiable for revenue leaders who plan to stay ahead. Find out how to sidestep market landmines by understanding buyer psychology and recognizing potential threats that could redirect your customers' journey.Patrick Campbell's Competitive Playbook

Have we entered a new era of Customer Success? Welcome gtmPROs!Join us in this episode for a candid discussion on the future of Customer Success in an era where AI and automation are making their mark. We'll talk about how technology is reshaping roles in sales and marketing and why we believe these are taking over some CS activities. More importantly, with this evolution we believe it is critical for these teams to unite to continue delivering exceptional CS experiences. Systems Thinking at it's core. We'll also touch on the role of Revenue Operations in bringing it all together. Hope you like it! Resources:Jason Lemkin Post on Peak CSNick Mehta (CEO Gainsight) post referencing "Amp It Up"David Schneider Post on CS massive teamsMarkus Rentsch on CS gets little credit

Rand Fishkin's video on why digital attribution is going to dieAndy and Gary dissect the aftermath of privacy updates on digital attribution and how this impacts B2B Software and Services companies in the lower middle market. In this episode we dive deeper on the insights of transitioning to a media mix and efficiency model, where we consider everything from monetary to effort 'spend'—like the dedication it takes to craft this very podcast for brand elevation.Our discussion focuses on the precision needed in targeting marketing efforts. It's about fostering an always-on systems thinking program that keeps you aligned with your buyers through always listening them and competitor analysis. We unpack various targeting tactics, from the expansive reach of LinkedIn to the intimate, issue-specific strategies that resonate with your target buyer. Balance is key—especially when aligning marketing initiatives with the expectations of a CEO or board—so we're here breaking down the transformative approach needed to understand your buyers before funneling resources into your campaigns.Dive into the concept of unaided awareness, its growth over time, and how marketing efforts across all customer lifecycle stages can be harnessed to drive revenue. This episode promises to equip marketers and revenue leaders with the foresight to align their marketing tactics with the needs and journey of their buyers, paving the way for sustainable growth and brand presence.

Jacco's postPodcast with CSO from SMART, the company referenced in the HBS articleFantastic counterpoint by David Kellogg.Unified Commercial Engine HBS ArticleEmbark on a time-traveling odyssey back to the not-so-distant past, where the digital bloom reshaped the SaaS industry's go-to-market playbook. Our latest episode is a treasure trove of stories and insights that will shift your perspective on the evolution of marketing and sales strategies. From the digital marketing surge to the essential role of Sales Development Representatives (SDRs), we navigate the trials and triumphs that have forged the cutting-edge tactics of today. Join us as we dissect the "law of shitty click-throughs" and confront the trials facing revenue leaders in the bustling lower middle market—a segment where innovation is key to cutting through the cacophony of advertising noise.Here's a nugget of wisdom for those crafting go-to-market strategies: specificity isn't just a detail; it's the cornerstone of customer trust. In this episode, we peel back the layers of the 'moment of value' and examine the delicate dance between promises made and expectations met. We also tackle the buyer's skepticism in a sea of choices and explore how AI marvels like ChatGPT are changing the game for discerning buyers. As we weave through the narrative, the emphasis falls upon the power of a unified message—reminding organizations, regardless of size, that precise and targeted approaches can significantly bolster their marketing muscle.Finally, we turn the spotlight on the holistic changes sweeping across marketing and sales departments, where the 'moment of value' reigns supreme in customer engagement. Our conversation is a call to arms for alignment across teams, ensuring that the brand's heartbeat is consistent from the first customer interaction to the last. With an eye toward efficiency and revenue that sticks, we liken a well-oiled marketing strategy to the rhythmic operations of a factory floor. Don't miss this enlightening episode, where we tackle the intricacies of go-to-market planning and offer up a vision for thriving in an ever-shifting business landscape.